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Agricultural News


Beef Industry Explores New Technology to Better Reach Consumers of Today's YouTube Generation

Tue, 20 Feb 2018 11:33:27 CST

Beef Industry Explores New Technology to Better Reach Consumers of Today's YouTube Generation


The beef industry has made a real connection with consumers through its digital assets in recent years, especially with Millennials who are constantly searching for more knowledge on the products they buy. One of the most common questions Millennials have when it comes to beef, is what to do with it - how to prepare it and what cut is the right choice. According to Alisa Harrison, senior vice president of global market research for the National Cattlemen’s Beef Association, the best way to answer consumers’ questions is with YouTube.


“YouTube I think is the No. 1 platform for any consumer today, whether it’s trying to figure out how to fix your washing machine to cooking that cut of beef you picked up in the grocery store that you’re not really sure what to do with,” Harrison told Radio Oklahoma Ag Network Farm Director Ron Hays in a recent interview. “It really is a great opportunity for us, because at least from a “Beef. It’s What’s for Dinner” standpoint, we are the experts in beef cuts and certainly preparation.”


The new “Beef. It’s What’s for Dinner” website offers over 900 triple-tested recipes that help walk consumers through the cooking process for a variety of cuts and even suggests how to incorporate other cuts of beef if you don’t have the right one on hand. The fact that beef offers so many different cuts, can be overwhelming to consumers, Harrison says. The digital tools available today though are helping solve that problem and giving consumers more confidence in their buying decisions and cooking ability. For example, Harrison and her team are working on integrating new artificial intelligence into Beef’s new website and social media platforms that will allow customers in the store to actually have a conversation with the website to guide them in making the right purchases. This tool and others are all part of a larger strategy designed to keep beef on top in what Harrison says is the most competitive protein market ever.


“Our big focus is to make the information available to them in a way they want to receive it,” she said. “The challenge is going to be keeping the brand fresh and in the front of consumers’ minds as much as possible.”


The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.



   



   

Hear Alisa Harrison and Ron Hays discuss how the beef industry is reaching today's consumers below
right-click to download mp3

 

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